“The days of giving digital a pass is over. It’s time to grow up and it’s time for action.”
— Marc Pritchard, Chief Brand Officer at Procter & Gamble as reported by AdAge
The digital advertising industry has a transparency problem and one of the world’s biggest brands is calling for change.
In January 2017, P&G’s Chief Brand Officer, Marc Pritchard announced a 5-point program, essentially threatening to cut ties with all digital advertising agencies if they didn’t clean up their opaque practices. Pritchard’s plan called for agencies to address the issues of ad fraud, brand safety, and transparency.
Since his powerful speech at the Interactive Advertising Bureau's Annual Leadership Meeting, companies like L’Oreal, JPMorgan Chase, Audi, and McDonald’s have developed their own in-house advertising teams and placement algorithms.
But, those are major corporations. Smaller brands might not have the resources or time to completely restructure existing digital advertising strategies. Fortunately, there are ways you can take control of your brand’s ad intelligence for more transparency. Here’s how.